Dallas Wiles, Co-CEO

Leadership is about making the complex clear. Media has never offered advertisers more opportunity, as AI, automation, programmatic and omnichannel planning have created new possibilities – but it has also introduced greater complexity. Dallas Wiles, Co-CEO of JCDecaux UK recognised the opportunity for Out-of-Home is to make it easier to buy, easier to use and easier to prove.

Dallas focuses on removing barriers rather than adding complexity. From his role as Chair of JCDecaux’s Global Sales & Marketing Committee, launching the world’s first truly global programmatic Digital Out-of-Home solution across more than 35 markets to championing Optix, JCDecaux’s award-winning creative pre-testing tool to his Board roles with Route, Outsmart and VIOOH to speaking at the World Out-of-Home Congress, Dallas champions Out-of-Home’s role as a data-driven, real-world digital channel in an omnichannel world. At JCDecaux UK, Dallas has streamlined organisational priorities, championing an award-winning learning culture, with 80% of colleagues actively learning – with belonging and inclusion metrics rising as a result. Commercially, JCDecaux’s results are strong, with programmatic revenues increasing rapidly. In everything Dallas does, he demonstrates that great leadership is about making the complex seem simple and always asking, “does this genuinely make life easier for our customers?”